Northshore Center reports 150,000 attendees and an estimated $1.8 million local dining impact; officials seek naming-rights partner

Venue Works, the management firm for Skokie’s Northshore Center for the Performing Arts, reported strong audience and revenue growth for fiscal year 2026 and presented plans for community partnerships and sponsorships.

Mike Silva, Venue Works regional chief operating officer, said the center hosted more than 150,000 attendees across 400 events in FY26 and that theaters were in use for more than 336 days. The center’s team surveyed attendees and estimated roughly $1.8 million in local restaurant spending tied to performances, using a conservative $20-per-person dining estimate for those who reported dining in the area.

Silva credited targeted marketing and a new marketing manager with reversing broader national trends: the center saw ticket-sales growth year over year and higher attendance figures for marquee performances. The board heard that the center is celebrating its 30th anniversary with throwback performances and will pursue a naming-rights partner; any naming arrangement would require board approval.

Trustees asked about programming diversity and community use; Venue Works described continued heavy use by local dance companies (spring recitals), community fundraisers and discounted-ticket programs supported by local service clubs. The center also highlighted a downtown walking mystery event that staff said increased foot traffic in the business district by about 14 percent during the event week.

Next steps: Venue Works will continue community outreach, pursue sponsorships and return to the board with proposals requiring village approval, including any naming-rights agreement.